It’s not just about the content you post, but also ‘how you present your business’ through twitter, who you interact with, and how you interact with them.
Even if you master all that, you then need to be able to ensure that not only is your account visible, but also feels like an integrated part of your company, rather than a marketing tool that’s been sewed on because ‘everyone else is doing it’.
With regards to your activity on Twitter, i.e. who to follow and engage in conversations with, consider these vital tips:
- You need to follow customers, suppliers, peers, and competitors
- Find key people in your industry and connect them to your network
- Organise whom you follow and don’t follow everyone who follows you
- Identify keywords as well as the experts in your industry. Search with search.twitter.com and search a key term.
- Once you identify the right people, look at whom they are following and who is following them as your potential pool of people you can tap into.
- Update your profile picture and twitter background to show your branding – tell people what you do, explain how you help, and show a little business personality
- Twitter is so much more than a sales marketing tool – it’s also good for recruitment – follow and engage with your next potential key salesman.
Then it’s all about making sure Twitter feels like an organic, integrated part of your business. To do this, create a twitter-landing page and publicise your Twitter account by adding “Follow me on Twitter” into your professional communications.
To see how well you have integrated your brand name and to connect with more relevant people, search for your business name so you can engage with everyone that searches for you, and you can see first hand how visible you are, as well as responding to any negative comments out in the public domain if necessary.
However if you don’t have time to use Twitter daily, then set up an automated feed and send it to your Twitter account.
Doing so populates your feed with fresh content when you don’t have time, and there are many 3rd party applications such as HootSuite and TweetDeck that can do this. The use of 3rd party apps is vital to using Twitter successfully, in the same way that petrol is vital to run your car.
Above all, using Twitter successfully is all about honing in on the general tweets that are relevant to your area of interest, and then acting upon them. Think of it as the radio – when you turn on the radio you don’t fret about the 24 hours of broadcasting that you missed yesterday, you just focus on what’s playing now.
The same is true of Twitter – act upon what’s happening now.